"Can You Spare A Dime" – A Smithsonian Museum Exhibit Concept

As the project manager and creative lead for this exhibit concept, I aimed to capture the stark contrast between the social classes of 1930s America. This period was defined by a small, overshadowed middle class, with society divided primarily between the very wealthy and the very poor. The exhibit sought to visualize this divide, transporting visitors to a time of economic extremes.

For the exhibit’s visual identity, I directed custom photography sessions, featuring models styled to represent both upper-class and lower-class citizens of the era. I managed all aspects of production, from sourcing models, costumes, and makeup to personally photographing on location. The aesthetic was inspired by the hand-tinted black-and-white photography popular during the 1930s, giving the images an authentic, period-correct look where color appears layered onto the original prints.

The final images were used across large-scale posters, digital ads, and social media campaigns to promote the exhibit. The exhibit's logo features a clean typeface with varied line widths and art-deco flare on either side.

In addition to the visual components, I designed a digital guide that would enhance the visitor experience. This guide walked viewers through each section of the exhibit, which recreated spaces that reflected the lives of different social classes. The upper-class section featured opulent art, fashion, and furnishings, while the lower-class section focused on tools, clothing, and period advertisements. A small alcove represented the middle class, emphasizing its relative size and importance in the narrative of 1930s America.

Through "Can You Spare A Dime," I aimed to craft an immersive, historically rich experience that not only captured the essence of 1930s social dynamics but also engaged modern audiences through thoughtful design and storytelling. From concept to execution, this project allowed me to merge my expertise in visual design, project management, and narrative-driven exhibit creation. It stands as a testament to my ability to lead multifaceted projects and deliver compelling, impactful experiences that resonate with viewers on both intellectual and emotional levels.